You’ve done the work of taking an idea off the paper and turning it into the content you want to share widely. How can you ensure you share your published content in the most effective way to gain your business new leads and exposure?
With social media and internet publishing popularizing businesses, audiences have become vast and somewhat complicated. Content can get lost in cyberspace, which does your business no favours. This makes having a content distribution strategy integral to your exposure.
3 Types of Content Distribution
1. Blog Content:
Distributing your content in a blog format allows your new leads or audience to consume information at their own pace. It introduces your audience to new information which will direct them towards your company and its mission. Content distribution via blog encourages a wide range of exposure and garners new leads when shared with a distribution strategy.
2. Visual Content:
Distributing content via a visual means (infographic, video, photography and so on) ensures your audience will be visually engaged in your content. This is a great method for introducing your company to new leads and can be combined with a blog-style of distribution as well.
3. Auditory Content:
Distribution via this means generally refers to utilizing podcasts or interviewing as a way to expose your business.
Creating Your Content Distribution Strategy
It’s no secret that your business should have a strategy before going into content distribution. With no strategy in place, your content will fall short, and you want it to garner as many new leads as possible in a short amount of time.
When deciding on your strategy, there are three main components to consider:
The first step in successful content distribution is to evaluate the needs of your business. Who is your target audience? What is the purpose of your content (to connect with customers, to gain new leads…)? Is there anything that has worked for your business in the past? What hasn’t worked? Considering all these questions and more encourages your team to have a well-planned direction and outcome for your content distribution. In the world of the internet, having an understanding of where you’ve been/are can be extremely valuable for where you’re going.
The next step is to develop your strategy and content. How will content be produced? How regularly should it be published? What channels should it be published on? If working within the blogging sector of content distribution, creating an editorial calendar to streamline content production and publishing is a huge asset. It confirms that content is regulated; meaning your exposure will grow regularly.
The final step in your content distribution strategy is to promote your content in various ways.
Making sure your audience sees and interacts with your newly published content is key to its ability to gain your business exposure. Promoting your content can be achieved through social media posting or email campaigning directly to current clients. Email pushes to current clients ensure that your current customer base interacts with your content and then perhaps shares it. The more exposure a blog post gets, for instance, the more new leads it will draw to it.
Taking your Strategy a Step Further
Now that we have the basics of content distribution strategies down, we can take it further. If your business is looking for ways to maximize exposure to gain new leads (not just creating content for current clients), these next tips will make your strategy work just that little bit more for you.
- Ensure you are maximizing the SEO within your content. In a blog, for example, the ability for a customer to access and interact with your published content is entirely dependent on whether they can find it. If a customer is looking for information on a construction company, how many clicks through a search engine will it take for them to find your company? Optimizing your ability to be found by search engines can be done through linking content within your posting. This ensures that your audience has a loop of clickable information to find you.
- Personalize your email campaigns to connect with your clients better. Client connection can sometimes lead to new exposures, and happy customers are far more likely to share, repost and refer a friend. Keeping that sense of connection and personalization brings you a step closer to your customer.
- Republish older articles with updates, clickable features or new content. Content distribution isn’t always about getting brand new content out there. Sometimes, especially for blogs, it can focus on older content in a refreshed way that increases traffic to your blog and can lead to new exposure to clients.
Putting it all together
All in all, content distribution is about getting your business seen and heard by those who will connect with it. Going in with a strategy for your content will maximize its performance and ensure you are as efficient as possible with your content distribution.
To find out how Blogworks can help you maximize your content distribution by clicking here.